this is my
portfo- liO
Paulina Glombica BA (Hons) Fashion Design & Fashion Marketing
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cOntent
2. Target customer
1. Introduction
3. Brand’s: vission mission usp + esp 4p’s swot analysis brand onion competitors 4. covid-19
photoshoot event online presence
7. marketing strategy
5. environment 6. brand identity
8. press strategy
9. pricing + financial forecast
10. inflencer strategy
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introductiOn On my final year at University of Derby, studying Ba (Hons) Fashion Design and Fashion Marketing, I was given three options to choose from, regarding my final project. I could choose between the options, based on how much fashion side of the course I wanted to include in my project. I had never known what I wanted to do in my life and I chose this University course just to try it out, and because I previously spent 4 years in fashion school. Eventually, 6 week placement that I completed on my second year, made me find out what I was passionate about. This placement experience let me chanel my next projects and free time interests into more specified direction. I worked in a marketing and PR agency in London that worked with fashion and lifestyle brands, and this is what I became passionate about. Creative consulting agencies, marketing and PR agencies, events, influencers marketing, digital marketing, social media, Public Relations. I find it fascinating how people in this industry work, and I can honestly say, I cannot wait to start my career in this industry and learn new things. I have created my own logo and business instagram to document my learning process and projects. Therefore, when I was given the three options, I immediately chose the third option which amounted to 90%marketing and 10%fashion. I wanted to gain experience in working with a client in proffesional manner and this option requires a collaboration in order to create a marketing strategy for a brand/person. I have contacted and met up with a few people who graduated from Fashion course at University of Derby. I was aware that it would be resonable to work with someone who is based around Derby to avoid extra traveling costs for both sides. I arranged seperate meetings with Molly McMillan, Alexey Morozov and Emma Holmes. In the end, I chose Emma Holmes to collaborate with, mainly because I thought her collection was interesting and I immediately had a few ideas for my project, I also found Emma to be a really kind and easy going person. She was interested in collaborating with me, therefore, I was able to start my project to come up with a marketing strategy for Emma’s brand and her ‘This is a brutal world’ collection.
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target custOmer
The brand creates pieces for everyone, pieces that are ageless, however it focuses on a group of women aged between 20-35 years old. They are based in towns or cities. People in that age group are either studying, are at the beginning of their career path or are working full time. Therefore, their incomes are on different levels. The younger group has a low income, it comes either from part time jobs, internships, student loans or their parents. Their budget is limited, so their purchases are well though of. The older group has a medium to high income, as they earn their own money, they like the freedom of choosing what to spend it on. These two age groups have different daily activities and priorities which also influence their shopping choices. The fields of their studies/jobs are not necessarily creative, but they do have creativity in them, that they express either through their hobbies of fashion style. They are good with technology and digital content. They are well educated, open minded and aware of current social and environmental issues. Being up to date with the trends and with news from the world is something natural for them. Their shopping reasons might be different. They might be shopping purely for trend factors and uniqueness (especially the younger group). However, big part of the target market focuses on sustainability, quality, supporting small brands instead of high street retailers who sell cheap and similar products. The customers buying from the brand want to project elements of individuality, want to express themselves, but want pieces they can mix with what they already own and layer, therefore, they look for brands that can provide them with both. Uniqueness, quality and functionality are important brand values for them. Mixing work with social life and leisure activities creates a very busy lifestyle, so they are highly into technology, like phones that they will invest into as it is the main source of knowledge for them, they spend a lot of time online. They often shop online due to the lack of time, they prefer to spend it socializing with their friends, on events or travelling. This customer is concerned about their health and environmental issues, they tend to support companies that are sustainable in some ways.
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brand visiOn & missiOn Brand Vission We are a brand that sells good quality, functional clothing with a hint of fun to its loyal customers. A respected brand that is transparent about its fabric sources, production process and environmental friendly practices. We intend to be a place that gathers people with similar values in life and shares the joy of fashion. We believe that sustainability and supporting animal rights is no longer a choice, it is a new reality we should shape all together.
Brand mission Brand mission is as follows: • To sell desirable pieces that were produces with the brand’s values in mind • To stay unique and not follow high street retailers • To provide a excellent service and make the shopping with us an emotional experience that will make the customer want to come back again • To stay transparent about out fabric sources and production details • To stay loyal to our values and to our customers
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usSmall, local production and great quality are the points that the brand’s customer will appreciate. The brand does not follow trends, its pieces are unique and not just for one season. It focuses on quality, not quantity. The brand is all about functionality and quality which are paramount features for every customer, especially ours. Pieces are easy to layer, easy to mix with garments from other brands, which makes them affordable as they are long-lasting. Limited pieces in each collection make the products more luxurious and desirable, as once the products is sold out it will not be back in stock. The brand is passionate about fabrics and sustainability and these features will attract customers who care about the environment. The brand does not accept real fur, leather and silk due to animal rights as well as environmental issues related to these materials. There is no space for mohair and cashmere in the brand’s production. The brand uses wool, but is careful whilst sourcing this fabric. It is chosen from farms that care about animals’ welfare, we do not accept mulesing, export of live sheep and using chemicals around the animals. The are farms that are certified with New Merino or Animal Welfare Approves that provide wool fibers with high standards when it comes to the animals welfare. The brand believes that sustainability and supporting animal rights is no longer a choice, it is a new reality everyone should keep up with.
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esA young designer brand, local production and small team. Loyal base of customers who shop for emotional experience, wants to support small brands. They buy products because of the brand’s vision, sustainability, small production team and quality. The brand sources good quality, sustainable fabrics and reduces fabric waste by creating innovative pattern pieces and layouts. The brand doesn’t not use materials like silk, fur, leather, cashmere and mohair. Wool used by the brand is sourced from farms that focus on animal welfare. Loyal customers know how the brand works and appreciate everything about it, they have an emotional connection with the brand’s aesthetics and values. They are very invested in the brand and feel like they are a part of it. The brand cares about its loyal customers and rewards them in many ways, like discounts. 9
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4p’s Of marketing Place: The brand does not have a physical store; it only operates online. The customer’s lifestyle is busy, therefore they like to shop online on their way to work or school. Pop up events are the only way for customers to see the garments. It delivers only locally, across United Kingdom, but plans on expanding to Europe.
Products: The brand offers high quality products (garments and accessories) for women. Coats, dresses, jackets, skirts and other functional but fashionable pieces. The number of pieces in each collection is limited, which gives the brand a sense of luxury and uniqueness, making the products more desirable. The production is slow due to the small team; therefore pieces are often sold out and are restocked after they are produced if possible. The brand often uses deadstock fabrics, therefore some pieces might not be possible to restock. Some special collections will be produced only with headstock fabric. 10
Prices: The products’ prices are diverse; they are ranged between £50 and £400. The price depends mostly on the fabric and the difficulty behind the garment, as well as the production cost. Thank to the local production, the final garment price is lower as it does not include transport costs. The jersey items are often the most affordable, knitwear is in the middle range, and heavier pieces like coats are the most expensive. The prices are appropriate to the small brand that produces limited number of pieces.
Promotion: The brand uses digital marketing to communicate with its audience online through social media, mainly Instagram and Facebook. Paid advertisements are often used to gain new audience and potential customers. The brand plans on working with influencers in the future. Pop up events are the way to gain new exposure. The brand also creates press releases in order to get press coverage and build its reputation. Deeper promotion strategy is explained later in this report.
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s •loyal customer base due to brand’s values •small, local production that focuses on producing good quality pieces that many customers will appreciate •big focus on fabrics, focus on sustainability in each step of the production process •a few pieces in each collection, a feeling of luxury •unique pieces, not following fast fashion and seasonal trends, long-lasting pieces that can be worn for years in many ways •online business, targeting customers through social media •keeping the social media realistic and transparent, showing the audience how the fabrics are sources, how the pieces are produced and who produces them
w •small production and small team producing small amount of clothing which might be a disadvantage in times of high demand, new collections launching rarely •prices are appropriate for a middle end brands, which might be too high for some customers •high production costs and no or small income at the beginning, high starting costs •no physical store, the brand operates only online
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O • opening a physical store or a showroom in the future • organizing more pop up events across UK in order to gain exposure and test the markets • working in influencers in various ways, gifting programs, paid collaborations, affiliate marketing • faster and bigger production, bigger team when the business starts growing and bringing more income • creating ‘tailored for you’ section, that will create pieces for individual customer, their measurements and needs,
t • difficulties in entering a busy market, already existing competitor • new competitors with new ideas who enter the market, when the brand’s position is not developed yet • insufficient funding for promotion; production costs being high and leaving little money for advertising and promotion materials • fast fashion retailers launching collections that are more sustainable and in lower prices, therefore, some customers might go back to high street retailers
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cOmpe -titors
ALCH label founded by Australian designer, Alexander Hackett. The brand believes in sustainability and reuse of materials, it is famous for deconstructing pieces and reconstructing them into functional and unusal pieces. Most expensive piece: ÂŁ920. Cheapest: ÂŁ100. They ship to United Kingdom.
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Lucy & Yak The brand is known for its colourful dungarees, it is passionate about sustainability, from fabrics all the way to biodegradable mailing bags. Its factory is in India, it is big, comfortable and save for the workers. They produce colorful clothes and are transparent about their sustainable side.
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Komana creates sustainable, seasonless clothes with unique prints.The brand select organic and fairly traded fabrics. Brand’s textiles come to life through their own hand made prints. The brand ships from Switzerland, but has 3 stores in England.
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Vivenne Westwood British designer, the label produces clothes and accessories. Brand focuses on environment, sustanability, full information can be found on the brand’s website about its fabrics, sustainable practices and supporting human rights. This is the biggest brand out of all my competitors, but it also attracts people who look for sustainability and fun, long-lasting clothes.
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fashion graduates Alice Rose Kitching Fashion graduate, Leeds Art University. Her collection is made of deadstock fabrics and end of rolls. @alitkitdesigns
Allison Orr Fashion graduate, University of Central Lancashire. Her six-outfit collection used over 2000 single-use plastic bags. @ allison_elizabeth_designs
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Phoebe Constable Fashion Graduate, Norwich University of the Arts. The designer used many susitainable approaches: upcycling fastenings, using natural yarns and fibres, shopping designer offcuts and creating my own vegan, biodegradable plastic fabric. @feebfashion
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Emma Nicholson Fashion Graduate, Portsmouth University. The designer sourced organic denim, organic cotton, bamboo jersey, recycled wool and recycled fishing net that had been pulled from the sea @emmanicholsondesign
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brand OniOn
cOvid-19 Covid-19 pandemic has changed a lot, also in the fashion industry, it disturbed economy and put many people out of their jobs. It is affecting product design, development and production. Most of the countries remain in lockdown, which means the stores are closed, fashion shows cancelled and fashion models are out of work. People are predicting that even when lockdowns are over, people are allowed to go outside again and are back at work, fashion industry will never be the same again. Companies that used to operate only physically are now forced to close, many people lost their jobs and companies are falling due to the lack of profit. Some stores are strugling more than the others, Primark closed over 180 stores acros United Kindgom, the company has no online presence therefore they do not make any profit. If they had an online shop, it would give them a back-up option and allowed them to make some profit. Companies that have online shops will suffer from the pandemic, but less than shops that were only physical. Many fashion brands and designers are trying to ackownledge and adapt to the current situations, thorugh creating interesting content on their social media and supporing other companies or people (for example, producing face masks or hand sanitizers),which created a good brand image. People will remember the brands for their acts of good. Brands are creating lookbooks with 360-degree perspective so that customers can see their products fully, when they are not able to see them in real life. Will fashion industry fully go back to how it was before the pandemic?
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We need to prepare for unexpected as the situation changes every day, however, even in post pandemic world, there will still be many restrictions, especially for brick and mortal retailers. It will be hard for them to open again, after a long break with no profit made during lockdown, and even after that, consumers might shop physically even less, and online presence will become neccessary if a brand wants to stay relevant. Many garment manufacturers and suppliers are also out of work, due to order cancellations. ‘Bloomberg reports that about 1,089 garment factories in Bangladesh have had orders cancelled worth roughly $1.5 billion due to the coronavirus outbreak.’ The AWAJ Foundation says that many factories in Bangladesh have been shut down indefinitely. Why Emma Holmes is starting only as an online shop? The brand is launching in 2020, therefore the world is already in the pandemic phase. The plan was to become an only online shop, however, the Covid-19 outbreak confirmed it. The brand has planned its first pop up launch event, however, due to the current situation, it is postponed. The brand is aware that the start-up costs are high, therefore, opening physical store would be an additional cost, it would be hard to keep it stocked with a small production and small team. The brand decided to keep its presence only digital and invest more money into its website and online advertising. The brand’s target customer has a busy life, they use technology all the time and often shop online. Therefore, the brand decided to focus on an online store and pop up events to gain exposure, test the markets and to let people see the products. The brand plans on opening a physical store or a showroom in the future. 17
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envirOnment The second-largest generator of pollution on Earth, after oil industry, is fashion industry, it is mainly due to the fast-fashion which focuses on producing as much as possible, for the cheapest price possible, as fast as possible. Yes, fast fashion is affordable, but it has a high environmental cost. In 2000, 50 billion new garments were produces, 20 years later, this figure has doubled. Current, environmental situation needs human help, seeing how extreme weather conditions increased over the last few years, how ice is melting and air pollution is getting worse is heartbreaking. Now is the time to stop it, make the change, however, the change needs to be done across the world, all industries. To make the garment industry more sustainable, all factors must get involved, from designers to manufacturers, critics, and consumers. According to the Nasa Climate Change website, carbon dioxide levels in the air are at their highest in 650,000 years; nineteen out of twenty warmest years occured since 2001; earth’s polar ice sheets are loosing mass by 427 gigatonnes per year and in 2012 Arctic summer sea ice shrank to the lowest extent on record. Water: Fashion is one of the largest consumers of water, whilst over 1 billion people do not have an access to safe water. The industry is responsible for around 20% of water pollution, mainly because of microfibres. Half a million tons of plastic microfibres are released into the oceans every year and around 20% of wastewater comes from dyeing and treatment of fabrics, wastewater with toxic chemicals are dumped into rivers and pollutes the water which is then toxic to people, Polyester fabric is found in over 60% of garments, and as a plastic fibre it does not break down in water. It is estimated that 35% of all microplastics in the oceans come from laundering our garments. 700 gallons of water = 1 cotton shirt = one person to drink 8 cups a day for 3.5 years 2,000 gallons of water = 1 pair of jeans = one person to drink 8 cups a day for 10 years 93 billion cubic meters of water is used only in fashion industry itself every year = to meet the consumption needs of 5 million people
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Carbon dioxide: Fashion industry produces 10% of annual gloval carbon emissions, more than all international flights and maritime s h i p p i n g combined. Air pollutions are serious threat to our environment and our health. Energy used during production, manufacturing and transporting generates a lot of greenhouse gases each year. Synthetic fibres that are used in most of our clothing are made of fossil fuel, using more energy than natural fabrics. Another thing is, that most of the clothes are made of in countries like China and India, these countries are powered by coal, which is one of the worst source of energy looking at carbon emission. 23kg of greenhouse gases are generated for each kilo of fabric produced, 400% more carbon emissions are produced if we wear a garment 5 times, instead of 50 times. Buying less and stopping fast fashion is the best choice in or- der to reduce the air pollution generated by the fashion industry, as well as using natural fabrics that use less energy. Waste: Fashion industry and people generate more and more textile waste, fashion became disposable. Synthetic fibres that are not biodegradable are in most of the garments, which becomes a huge problem. Only 15% of clothing is recycled or donated. Due to to the fast fashion, high street retailers who change their collections every few weeks, people buy clothes they wear only a few times or never. An average customer throws away 70 punds of clothing every year. The speed of produc- ing and dumping garments is not sustaiable. Many brands create fabric waste which is then thrown aways as scraps. Landfill is just a landfill, the materials do not dissapear, they often take a long time to biodegrade. Others: A lot of chemicals are used in garment production in all stages, fabric production, dyeing, bleaching and other treatements of fabrics. Many cotton farmers die or suffer from all the chemicals they are sourronded with. These chem- icals are also harmfull for soil and water. 1 kg of chemicals are needed to produce 1kg of textiles.
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brand identity Brand’s logo is powerfull, memorable, versatile and timeless. It consist of two letters, Emma Holmes initials. The brand’s name is also the designer’s full name which is Emma Holmes. For the logo, I decided to use only initals and join them together. The font is simple and strong, black on white to make it go with the brand. Functionality, form but with a hint of fun which in this case, is as interesting shape that can be seen as different things by people, especially if moved around. This logo looks minimalistic and will be easy to print on products.
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The brand aims to communicate with its customers and be transparent. Our target customer (Generation Y and Generation Z) do not like to be told what to do. They seek information to be aware of current statistics, numbers, news and issues in the world, so therefore, they want to make the change. They want to be provided with infromation so they can deepen their knowledge by doing their own research. They want to feel like they make the choice, the right choice. Therefore, the brand will be communicating news and in- formation to its followers and e n courage them to make the right choice. This strategy is called soft sell, these two generations are less interested in hard sell and they value experience that brands can provide. They are suspicoius about hard sell, and value authenticy, over content. They are more likely to become loyal to the brands that communicates with them and encourages two -way communication and value its followers opinion, rather than just uses social media to sell their products. Sell expierneces, not just a product. ‘According to Mention, 25% of what you sell is your product. The additional 75% is the feeling that comes with the product.’ The brand also wants to show its customers that sustainability does not have to be boring, and that they can still wear fun clothes and express their individuality.
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Marketing strategy I came up with for the brand was planned with its target customer in mind. My marketing & pr plan focuses mainly on: •photoshoot •an event •online presence •press strategy •influencer strategy
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photO shOt
Photo content is an impornant part of each brand/product. People are more likely to buy a product when they see a good quality picture which makes the product look more attractive and desirable. It is a way of telling the story behind the brand and show how the product looks. Storytelling has an desirable marketing impact on people. Story telling is a winning strategy to gain new audience that is interested in the story the brand is telling. It also engages customers, opens a discussion and two-way communication. The story behind a product makes it more desirable to specific audience without excluding people who are not interested in the story. People often buy products for the brand’s values and its story. By telling it, you can make the product more personal for certain people and add more audience without taking any. Photoshoot will provide good social media content.
Photoshoot planning: •photographer •models •location •location permit •moodboards •makeup •hairstyle •styling •mood •logistics •pay •traveling to the location •food and drinks Survey created by me 22
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The first moodboards ‘Energy of the space’ is concept for the photoshoot that focuses on a model interacting directly with the brutalist environment showing how they are a part of it. These shoots will be full of live and energy. Experimenting with different angles and poses to show movement. The second moodboards called ‘People+space’ will be minimalist, it will focus on how the models look surrounded by the space, they will be stationary, These shoots will be simple and similar without many distractions. In both photoshoots the models will be looking directly into the camera lens to create a relation with a viewer, it will feel like the model is looking straight into the viewer’s eyes.
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photOgrapher
Email to the photographer: Hello, I am doing my final year in Fashion Marketing at University of Derby. I’m collaborating with a fashion graduate who created her own collection which I’m going to market and promote. I am looking for a photographer for our photoshoot which will take place late January/February. I am sending you a board with photos of the collection. The garments were inspired by brutalist architecture so I want the photoshoot to take place outside one of the Brutalist building, probably in Barbican Estate in London. I found your business card and then your instagram and I’m really fascinated with your content, my question is would you be interested in a photoshoot like this? As I said, I’m a final year student, so I’m looking for someone who would help me complete my final project and work with me as a TFP. If you are interested, please let me know so we can meet up and discuss it further. Paulina
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Email to the models: Hello, I’m a final year student at University of Derby doing Fashion Marketing. I’m doing a fashion photoshoot soon and looking for models. The garments are created by a young designer from Derby and are inspired by Brutalist Architecture, therefore the photoshoot will take place in Barbican Centre in London. As I’m a student I’m mainly interested in TFP. Let me know if that’s something you’d be interested in and I’ll send you my photoshoot moodboards and more information. Paulina 27
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locati On
BARBICAN ESTATE LONDON
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BARBICAN ESTATE LONDON
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lOgistics
Photoshoot expenses My return ticket:
£67.50 + £5.80 (travel in London)
Photographer’s ticket:
Photographer’s ticket: £67.50 + £5 (travel in London)
Moddels: Rebecca:
Moddels: Rebecca: £26.50
Maryna:
Maryna: £50
Lunch:
Lunch: £38.40
Total cost of the photoshoot: £249.90 Three participants of the photoshoot travelled to the location by train, two from Derby, one from Birmingham. Every ticket was a return ticket that was bought by me for each person. One person was based in London, so her pay was £50. Lunch was eaten in Barbican Kitchen. Websites used to plan the travel: Trainline Citymapper 30
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Location permit:
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loOk book
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pOp up event Pop up events are great business opportunity and marketing tool. As a brand, you gain exposure, as the events promote the brand and you can test new markets, raise brand awerness and get new audience. They are flexible, you can choose how long they last, where and when. awareness and get new audience. Events are often open to public, so anyone interested is able to pop in and have a look at the products and get to know the brand. Inviting influencers and key press people is essential, as they have a big audience which they can share the information about a brand with. Influencers often take pictures and videos and post them on their social media, they also use ‘live coverage’ option. Date and time of the event: 02.04.2020 5pm-7pm, Thursday
Planning the event: • venue • date and time • guest list • food and drinks • music • travel • props and furniture • invitations • googie bags
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The Plant, Derby Hire cost: ÂŁ30
venue
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invitatiOns
chosen invitation design front
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back
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Two envelope designs for the ivnitations
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lOgistics Guest list: The invitations will be sent out in envelopes to the main guests: lecturers and tutors from University of Derby. Then, next invitations will be given to fashion students and my closest friends. The rest of the invitations will be left in Chandos Pole university building, Markeaton Street and Britannia Mill University buildings, Kedleston Road University building, local cafes. The invitations will be either stuck on wall boards and doors, or left on tables. This way, people from outside of fashion industry will be aware of the event. Travel: For the main guests travel to the event location will be provided. After doing research about local taxi companies, Albatros Taxi will be ordered to Chandos Pole Street for 4:45pm, guests will be dropped off outside the venue.
Photographer: Documenting the event is essential, to share the pictures and a video on social media to show people that the brand is doing pop up events and create a buzz around it. Apart from professional pictures from the event that will be edited and posted some time after the event, the brand will also use Instagram options such us Instagram Story to show people the event in real time. One person will be in charge of taking pictures and short videos to post them on Instagram and Facebook Story, which can be done at the same time as whilst posting Story on Instagram, an option can be chosen to share the same picture/video on Facebook Story. The idea behind Instagram Story is that the pictures and videos will dissapear after 24 hours. The brand will create an Instagrm Highlight called ‘Derby Event’ so people can see it anytime. The idea is to show the audience who could not attend the event, the positive atmosphere on the event, guests talking and walking around, looking at the garments and enjoying their time at the event. Same with nexts events. Professional pictures and videos from the event will be posted on Instagram and Facebook as main content. The photographer I collaborated with for the photoshoot will also be the photographer on the event.
Music: To stay within the theme of the event and the collection, I decided to keep the music ‘raw’ focused only on one instrument, piano. In order to keep the event fun and make sure the atmosphere is positive, the music I chose is lively and upbeat. Some of the songs are covers of current popular songs but only in piano versions without words. I created a Spotify playlist for the songs that will be played on the event. The music will be sublte and in the background to not jam conversations between the guests. The playlist has over 1 hour and it will be played twice during the event.
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Story Highlight created for coverage from the Derby Event;
Other: The expectation is around 50 people attending the event in 2 hours of the event happening. First 20 guests will receive a glass of Prosecco for free. Snack and drinks will include: crisps, popcorn, orange and apple juice and water with fresh fruits inside. Table decoration will include wooden bowls, paper straws, biodegradable napkins, paper food bags and glasses. The cost is included in ‘props and furniture’.
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cOsts It is important to be aware of the budget before planning an event. The event was planned with my budget in mind. All expences calculated whilst palnning the event:
venue hire cost: £30 20 Prosecco glasses: £70 invitations: £30 envelopes: £10.15 envelope seals: £7.32 taxi for main guests: max £10.20 food and drinks: £17.20 props and furniture: £63.87 goodie bags products:£30
total: £268.74 Additional cost: Background banner: £74.99
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Brutal Britain Paper models to assemble Arlington House in Margate Birmingham Central Library Cables Wynd House Edinburgh Cotton Gardens Estate London Hutchesontown C. Glasgow No. 1 Croydon Park Hill Sheffield The Toast Rac Manchaster
The Brutalist Buildings will be assembled for the event as a part of props. Creating a small Brutalist town looks futuristing and exciting.
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goOdie bags
Goodie bags are the way of saying thank you to the guests attedning the event, it gives them something as a memory. Especially often popular among beauty brands, when launching a new product, it is a good idea to send your guest home with a sample of your product. However, the bags should always contain desirable products. There is no point in giving out goodie bags if they do not include anything of interest for the guests. As I am promoting only a collection, not a big brand with many products, I am not able to put the actual product inside. However, I found products that will be exciting and interesting for the guests.
Goodie bags include: -polaroid picture of Brutalist Architecture -5 free entries to CALM yoga studio -10% Shanti Healing -1 free entry to Energie Fitness -raw, vegan chocolate
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GOODIE
E BAGS
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Online pre-
Instagram account
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Social media: Instagram is now the most popular platform, 80% of Instagram users are between 1835 years old. Most of them follow at least one brand and use the media to find new brands. It is one of the most popular platforms for collaborations with influencers. Instagram has over 1 billon active users monthly and more than half of them use the platform daily. Therefore, it is the main social media I use whilst creating the marketing strategy for the brand. Facebook used to be the main platform, however its user base if falling due to the issued with data protection, and it is less youth orientated. It is often used by young people only as a way of communicating with each other. Brand engagement is better on Instagram than on Facebook. However, as I think it is still important to be present on more than just one social media to tar-get people who do not know about the brand, I created the brand’s facebook account. Social media helps the brand communicate its values to the public. Another interesting fact is that posts containing UGC (user generated content) have slightly better conversion rate and I actually consider it as an important part of every brand’s social media. It is important to acknowledge the content your audience creates for your brand. It is a marketing tool itself, as they post pictures featuring the brand’s products and tag the brand. This way, the brand gains new followers and potential customers. If the brand acknowledges the content created by its customers, more people will be willing to share pictures of their pro-ducts. Brands should acknowledge the content in order to maintain a good image in ther followers; eyes. screenshots taken on 30.04.2020
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in the background my business logo with Emma’s logo
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Instagram and Facebook accounts were created as business accounts for a designer, which gives me insights to all statistics and paid advertising, measuring the content and profile visits. Content was posted regularly. Before the photoshoot was released, content on both platforms was foucused mainly on old Emma’s photoshoot and pictures of Brutalist Architecture in London.
Facebook event created for the event on 02.04.2020
Event description on Facebook: ‘New fashion brand Emma Holmes invites you all to the first pop up event! Write it down in your calendars, 02.04.2020 5pm, Derby. For first 20 guests we have a free glass of prosecco, but don’t worry, we also have snacks a n d other drinks! In our lottery, you can win an amazing goodie bag with a few surprises inside. So join the event and share it with your friends and lets dive into the world of fashion and brutalist architecture! If you have never heard about the brand, Emma Holmes is a fresh brand that focuses on quality and functionality with a hint of fun. Care for fabrics, quality, and long-lasting pieces are brand’s priorities, but! not without some creativity and uniqueness. The collection called ‘This is a brutal world’ was inspired by Brutalst Architecture. Its aim is to show people that there is a beauty to brutalist buildings, the same as there is beauty to this world. Pop in to chat with us, and enjoy some free prosecco!’
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The photoshoot was released on 23rd of April. One week before the photoshoot release, the brand created an Facebook event in order to make a buzz around it, and shared invitations for the event every day. On Instagram, I used the Instagram Story option, i shared invitations for the photoshoot release every day, then, I created a Story Highlight with all the invitations. I did the same for pictures of the old photoshoot.
The Story Highlights for the invitations and old photoshoot
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first post on Emma Holmes Facebook account
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‘Did you know that fashion industry produces 10% of annual global c a r bon emissions? It’s more than pal international flights and maritime s h o p ping combined! Air pollution is a serious threat to our environment and our health. Energy used during production, manufacturing. And trans- p o r t ing generates a lot of greenhouse gases each year. That is why we c h o o s e slow fashion instead of fast fashion. What is your choice today? What will be your choice tomorrow?’ The brand focuses on educating and informing people in not pat- r o n i s i n g way, without telling them what to do. As mentioned before, this is the best way to work with the brand’s tagret customer who wants to read and be informed instead of being told what to do. The brand gives the choice to its customer.
‘Time to start out Brutalist Architecture series! All pictures were taken by our team and will be posted on our social media so make sure you follow us here and on Instagram. Below, first picture of The Brunswick Centre in London (1967-1972). Listed Grade 2 on the National Heritage List for England in 2000, resident and shopping centre. It contains over 500 flats, variety of shops, cafes and restaurants and a cinema. Wait for more pictures coming soon, we’re sure you’re gonna love it as much as we do!’ The brand provides information on the topic that the collection was in57 spired by, with ‘This is a brutal world’, the brands introduces Brutalist Architecture to its audience.
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First photoshoot picture on Instagram with paid promotion. Boosting the post for more engagement and raising brand awerness.
The boosted post have more likes and engageent than any other post on the website.
This promotion cost around ÂŁ5, it resulted in 219 likes, 6 comments and 5 saves. 18 people clicked on the promotion to visit the profile. This post reached 1,406 people, 93% of them were not following the account, 82% of them came from the promotion.
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Facebook post examples:
Instagram post examples:
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After analysing the content posted on Facebook and Instagram, which was usually the same, I could see the post engagement is better on Instagram. It is a general knowledge, however, measuring my content, I agree that brands do better on instagram rather than on Facebook.
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press strategy Press release is used as a communication tool to announce something worth the attention. Its purpose is to get media coverage, build brand’s reputation, raise awerness and build relations with press, it is a cost-effective way to market a brand. Press releases about a new brand, collection launch, event invitations, lookbooks are more will be sent out to online and traditional publications.
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To find key press people emails and contact details, I will use website called diarydirectory.com. The platform provides fashion, beauty and lifestyle industry news, interviews, dates, vacancies and contacts. They offer a huge database of contacts includes thousands of digital influencers, media titles (UK and overseas) and their editorial teams, freelance journalists and creatives, PRs and brands and representative agencies.
Traditional & online publications: Elle Vogue Grazia ID Cosmopolitan AnOther Hope St Tank PebbleMag Luxiders Mochni Eco Fashion label Sublime Stylist
Press release about new brand and its first collection: Press invitations to the event:
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pricing strategy
The prices are set based on the used fabric, production costs and costs of bringing the product to the market. The brand is on the middle end level so its prices are appropriate. Customers have an emotional bond with the brand, they know its story and its values as they have similar values in life. They are loyal to the brand and the brand is loyal to them. Quality and uniqueness are the reasons customers are willing to spend more money and invest in the brand’s pieces.
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Financial forecast for the first 5 years to be able to see objectively how the company will do.
YEAR 1
YEAR 2
The brand’s prediction for the first year is only loss. Start-up costs are high, manufacturing studio, equipement, fabrics and producing first pieces. Another focus that will be expensive is online promotion, promoting the brand on social media, raising awerness and gathering an interested audience and potential future customers. First launch event.
YEAR 3
Predicting small income and enough sales to cover the costs, not only production costs but also bringing the product to the market. The brand will start rewarding its first loyal customers with small discounts, and will keep gathering new customers through social media promotion.
YEAR 4 Brand keeps making the profit, influencer collaborations are becoming more often and better as the brand is able to offer better pay to the influencers. The brand gains more interests from online and traditional publications. The brand is able to save money for its growth.
This year, will start bringing good income and first profits. Sales will be big enough to cover all costs. The brand will be able to spend money and try new things. Next pop events around the country to gain exposure and new audience. Introducing new, better website. Rewarding customers with better offers. Focusing even more on online promotion. YEAR 5
Profit becomes higher, the brand invests money into its growth, bigger production space and bigger team keeping its values in mind. Pop up events are becoming better and more famous with many influencers and key press people attending. The brand is able to produce more products whilst keeping the same standars and gains new customers.
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influencer strategy
Social media offers many marketing opportunities. Influencers have become one of the most important marketing strategies for many brands. Working with influecers and collaborations do not focus only on number of followers, influencers need to be chosen appropriately for the brand. Collaborating with influencers who represent the company’s values, who post content regularly have a bigger chance of being successful. Why? Brand’s values and influencer’s match, therefore, people that follow the influencer have the same values as the brand and its target customer. That means, the alignment and brand fit is more important than the number of followers. Micro and macro-influencers are the most desirable for PR agencies whilst plan-ning collaborations. Types of influencers: Nano influencers- under 1,000 followers; Micro influencers- between 1,000 and 100,000 followers; Macro influencers- 100,000- 1 million followers; Mega influencers- over 1 million followers.
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People outside the marketing industry, might often think, the more followers, the better as their audience is huge, therefore they influence more people. It is completely the opposite. Micro and macro influencers are trusted more, they are considered as authentic and genuine. They have less followers, but they have a deeper connection with them, and their influencing power is bigger. Mega influencers, due to the amount of people following them, they often become celebrities and are rarely used in brand collaborations. Consumers are not attracted to the products that are recommended or signed by celebrities. Collaborations with celebrities are only of value to a few large brands. They do not have the influence on people’s life and behavior as they used to have. They are simply less trusted and respected. Long-term collaborations are more desirable for both the influencer and the brand. The longer the influencer work with the brad, the more genuine and authentic it seems to their followers. Long term collaborations provide the influencer with a regular income and work, and it is also important for the brand to build positive relations with the influencers. Often before brands decide to work with influencers, they ask them to send them their account statistics. That gives the brand insights into how many people the influencer can reach. Although, the number of followers is not always the main factor, the brand needs to be aware if the influencer’s follow-ers are real. The easiest and fastes way is to compare the number of followers with number of likes and engagement on posted content. 6%-10% is very high engagement rate, so anything from 3% is considered as good. Instagram account with a big number of followers, but very low engagement rate can mean that the followers are fake.
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Different types of collaborations: Gifting programmes: Brand chooses influencers they want to gift their products to, contacts them and sends the products. It is not required for the influencer to show or post anything on their social media. There are not expectations, however, the brand hopes for the influencer to share their new products online. Barter collaborations: Another type of not paid collaborations. Brand reaches out to the influ-encers with a written proposal which specifies the products that will be given to the influencer and what is required in return. Therefore, the influencer does not get paid, but they receive a product. The product might be chosen by the brand or the influencer. Paid collaborations: This collaboration is the most desirable for influencers. Brand sends a pro-posal to the influencer of what is required and what is the pay for completing the service. This kind of collaboration requires a contract signed by both sides. Influencers can negotiate the re-quirements and the pay. Often before the influencer posts its content online, it needs to be re-viewed and accepted by the brand. Affiliate marketing: It is a process of earning a commission by promoting brand’s product through an affiliate link. It might seem like no effort is needed to be put in this kind of work, however, the work put into promoting the products will affect the influencer’s earnings, at they need to engage their followers to click on the link.
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At the starting point, the brand is small. In order to gain exposure and get influencers’ intrest, the brand will send out pr boxes. The boxes will include information about the brand as well as products related to the brand and its first collection to keep it exciting and interesting. Hopefully, influencers will show the pr box on their social media which would be an advertising for the brand. In the future when the brand grows, it can collaborate with influencers either as a barter collaboration or paid collaboration, sending the influencers products and garments. Influencers then will be obligated to fulfil their part of the contract which be posting advertising content on their social media. Influencers are never paid to speak only positively about a brand, they are paid to show the product and share their own reviews. The brand risks negative reviews if it is not sure about its products’ quality.
The four ‘D’s system whilst planning influencer strategies: -Determine the brand’s target audience and who influences them. -Define the type of influencer that suits your brand. As said above, identify the content they share, their target market and their goals. -Discover where the opportunities lie. What is your target market interested in? Who do they follow? Do they engage? This will allow to build the right strategy. -Display your interest. Reach out the influencer and build a relationship.
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The brand operates only locally in United Kingdom, but plans on expanding its shipping to other countries in Europe, therefore I decided it is important to create an international buzz around the brand. Choosing influencers from a few other countries will show people that there is a new brand on the market in United Kingdom, and if they are ever around or have any friends or family, they can either order it whilst they are here or have it sent to them by someone else. I have chosen two influencers from Denmark and the Netherlands. They are micro influencers; however, the number of their followers are very different. From over 17 thousand, to 67 800 followers. Both accounts are passionate about sustainable and ethical fashion. They post their content regularly, one or two posts a day, plus Instagram Story content. They use IGTV option on instagram to post short video content, which is important, even if an influencer operates only on Instagram, it uses different options of the platform to communicate with followers. First influencer, Signe, has also a YouTube channel, where she posts regularly, one to two videos a week; either vlogs, lifestyle, fashion or beauty focused videos. Her YouTube channel have over 180 thousand subscribers. YouTube as a website is growing everyday, videos have an advantage over print metrials as they incorporate moving visuals and sound, so videos have a greater impact on the viewer. People are becoming more video orientated. Her account name ‘useless_dk’ is misleading, as it might be confused with being useless, however, this username really means USE LESS. Use less clothes, more products, buy less. I found her aethetic very appealing and after analysing her fashion sense, I think she would be a great influencer to work with. Letstalkslow is very passionate about fashion, although her Instagram account is not focused only around fashion, her Instagram looks more focused on lifestyle content. She wrote a ebook called ‘a sustainable wardrobe’ and she is currently writing a book about sustainable fashion. She focuses a lot on fashion brands on her website, she created ‘sustainable brand list’ and she devided the brands into different categories. also created Instagram Story Highlight ‘fashion brands isnpiration’ where she shares many sustainable brands. She seems to be the right influencer to reach out to.
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Influencers based in United Kingdom. MadelaineOlivia has over 70 thousand followers, uses all options that Instagram offers. Her regularity in posting content could be better, as it usually happens once every three days. She wrote a book called ‘How to simplify your life and live sustainably’, she owns a YouTube channel with over 480 thousand subscribers, which shows again the big popularity of video content. Her YouTube videos are usually about her daily life, vegan diet but also about fashion. Her Instagram is mainly focused on lifestyle content, but she also posts pictures of her outfits. Her content descriptions are usually long and personal which makes her audience feel like a part of her life. Her sponsored posts have added #ad to make people aware of the collaboration with a brand. Elinor Charlotte has over 5 thousand followers, she is based in London. Her account looks positive and colorful. Easy to notice she likes playing with colour and sustainable fashion which she included in her bio. She posts content often, up to 3 times a day and it mainly focuses on fashion outfits. The brands she is wearing are always tagged in the picture. Ruth MacGlip is from Edinburgh and is obsessed about ethical fashion. Her Instagram is also focused around fashion, she posts pictures of her outfit. She created Instagram Story Highlight to recommend sustainable brands. She is regular in posting her content, her desriptions are long and she always tags the brand she uses or wears. She writes a blog about lifestyle and fashion. I found these influencers appropriate for Emma Holmes’ brand.
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pr bOx PR parcels are sent to influencers at many ocassions, with event invitations, with brand’s products for online coverage or simply a gift. Designed mailer box will be sent out to influencers to raise brand awerness. Outside: top- collaboration logo, sides: ‘This is a brutal world’. Inside: Back, top and interior flap: a picture from Barbican Estate,
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pr bOx Parcels will be sent out to influencers in order to raise brand awerness and create a postive relations with the influencers. Inside the boxes will be: leaflets with brand information, calico bag with collaboration logo, chocolate, Brutalist building polaroid picture, press out model of a Brutalist Building to assemble and a printed lookbook of ‘This is a brutal world’ collection. front back
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measurements
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Content measuring is imporant in order to know if the brand is moving forward and growing. If the brand wants to be gaining new potential customers it needs to track and analyze its performance to see what and where is the most effective. Creating weekly or monthly reports to measure and see the changes.
Goals Brand awerness Sales Engagement Customer loyalty
Measuring Wesbite views; page views; new likes and follows; ugc; brand mentions; Online sales; offline sales once physical store is open; Page comments; page likes; shares; forwards; saves; Recognising loyal customers; returning visitors;
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website de-
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I designed an inital website for the brand. I focused on the new collection, as it is the main focus of the campaign. I used many pictures from the photoshoot to show the garments. Wesbite menu consist of buttons: home, about, collection, contact and shop. Home buttons take the viewer to the main page. About page explains the brand vision, values and what it is about. I found this section essential to be on the website, as it will be the main place for the viewer to read more about the brand. The ‘collection’ button takes the viewer to the newest collection, its description and more pictures. ‘Shop’ is the button for people who are interested in buying the brand products. Contact button lets the viewer send an email to the brand.
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https://pglombica.wixsite.com/emmaholmesdesigner/
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